You need to know that this is a bit of a Trojan horse.
It links to articles on metrics, optimization, and the dangers of chasing the wrong things.
First, a rousing LinkedIn post from Clark Barron about marketing’s true nature and how tying it to revenue in the B2B space ruins it for everyone.
A lot of this matches my experience trying to develop a voice and a vibe for bigger clients. Being thrown back constantly into the “what’s working now?” conversation.
Next, a new article from WP Engine’s Jason Cohen on unmeasurable metrics.
Jason sees that some of the most valuable outcomes to a company can’t be attributed to single actions. And that’s OK. We should do them anyway.
Finally, a recent newsletter from friend of the list and AI and Analytics Specialist, Dr. Genevieve Hayes.
Genevieve looks at the dark side of optimizing everything. She laments Qantas Airlines’ choice to trade long-term trust for short-term gains.
Over to you.
How do you feel about the ever-increasing drive to focus only on things that can be measured? Do you think we’re missing out by supporting only those that get immediate returns?
Numerically,
James
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